Despite the difficulty of the past two years, brands continue to re-balance their marketing efforts after widespread pullbacks in 2020, especially with respect to traditional mass reach channels like TV and radio, states Nielsen Annual Marketing Report.
The marketers surveyed for this year’s report spent more than half of their 2021 advertising budgets on digital channels, noting significant planned increases over the next year.However, many marketers express lacklustre confidence in being able to prove ROI. For example, Almost 49 percent of global marketers, said they plan to increase their spending on podcasts over the next year, with 11% planning increases of more than 50 percent. That said, their confidence in measuring the ROl of that investment is fairly low. Only 44 percent are either extremely or very confident 50 percent. That said, their confidence in measuring the ROl of that investment is fairly low. Only 44% are either extremely or very confident. Globally, two-thirds (65%) of marketers believe new formats, like podcasts, brand integrations and sponsorships are greatly important to marketing strategies. This sentiment is less in Asia-Pacific with 59% and Europe, the Middle East and Africa with 58%. Confidence in measuring social media ROI is notably lower in Asia-Pacific (55%) and significantly higher in Latin America (86%).
The lack of ROI-proving confidence in these preferred channels suggests an opportunity for martech providers to help brands improve their execution and results. Perhaps more important is the lack of confidence that global marketers have in measuring ROl across other paid and traditional channels, suggests the report.
